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From Hero to Zero

Birra Moretti was about to be dropped from Heineken’s ’World Beers’ portfolio in the UK. Our job was to get its voice heard in the crowded UK beer market and revive its fortunes.

STRATEGY

Many Brits drink the national beer to go with national cuisines. We decided that Moretti could find a market ‘bridgehead’ by being known as the perfect beer to drink with Italian food.

EXECUTION

We created a Tuscan inspired ‘storyverse’ where great food and great beer (Birra Moretti, naturalmente) make great company - a world away from the fast cars and couture collections of its flashy main competitor, Peroni. Over 3 years, all activations and sampling revolved around the humble table – where what’s truly essential in life comes together for Italians.

RESULTS

Birra Moretti went from ‘about to be relegated’ to the fastest growing brand in the Heineken portfolio.